X has introduced a new built-in video editor and recorder for its iOS app as part of a broader effort to encourage users to create original videos instead of reposting content from other platforms.
In a post on Monday, X’s head of product, Nikita Bier, said that many of the platform’s most-viewed videos are simply copies of clips originally posted by other users, sometimes resurfacing years after they first went viral. He noted that videos now account for nearly half of all impressions on X, making original video creation a key focus for the company.
The new editing tools include several features commonly found on apps like Instagram and TikTok. Users can trim videos, automatically generate captions, overlay captions in multiple languages, and use a green screen mode that lets them replace the background with posts from X or photos stored on their device.
These tools are currently available on X’s iOS app and are designed to make creating videos directly within the platform easier, reducing the need for third-party editing apps.
The launch follows a series of moves aimed at limiting recycled content on X. In May, Bier said the company had identified several large accounts that were automatically reuploading videos from other creators to benefit from X’s creator revenue-sharing program. X responded by redirecting impressions from those reposts to the original creators. Earlier, in April, the platform also reduced payouts to accounts that relied on stolen reposts and clickbait content.
Bier says the latest update is intended to reward creators who publish original videos, adding that accounts producing unique content will gain visibility more quickly than those relying on recycled material.
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